Paris, August 7, 2008 /FR/ — At a time of economic recession, when the fashion world has to concentrate on its commercial aspect -even in Paris, the world’s most creative fashion capital- it is highly interesting to have a look at the Paris fashion trade shows as they are today an incentive to designers and brands to face new challenges in a changing world.

Opening its doors on September 4, 2008, at Paris Porte de Versailles, Who’s Next is also, on the calendar, the first international fashion launch the Spring-Summer 2009 season. Although the trade show has been an outsider for 14 years and 28 editions, it has a unique state of mind, its own vision of fashion and a selection of apparel, from streetwear labels to essential womenswear brands.

Reunited once and for all in hall 1, Who’s Next and Première Classe, the trade show for fashion accessory designers, feature together a selection of 1,135 brands -685 for Who’s Next and 450 for Première Classe- and propose a sharp and extensive fashion offer among first session trade shows. On 45,000 square meters, more than 42,000 visitors (17,500 coming from outside the borders of France) are expected to meet exhibors from France (47%), Northern Europe (22%), Southern Europe (22%), America (3%), Asia (4%), Africa and the Middle East (2%).

Among the novelties for this edition, there is a focus on three countries! Canada, Japan and Malaysia. In partnership with the Montreal Fashion Week, 12 Canadian designers dispatched up in the five existing lounges dedicated to creation. In the Face lounge, 9 Japanese designers will be introduced in Paris this season : they are all coming straight from the Jumble Tokyo streetwear trade show. At last , 12 Malysian brands will be presented in a lounge of the Private area, thanks to a partnership with the Malaysian Embassy.

As a guide for the visitor, here is an introduction to Who’s Next five different areas.

- Face: Intended as a meeting place for leading denim and streetwear brands aiming at an exclusive distribution, face is also gathering, among its 180 featured brands, a selection of renowned labels for the 12-25 year olds. Among the newcomers in this edition: Airlines (Belgium), Resteröds (Denmark), Feiyue (France), Lulubendi (France), Kocca (Italy), FFYR (Japan).

- Fame: The favourite area for famous brands and designers, FAME presents high-quality and exclusive collections oriented towards a very selective distribution network made of designer boutiques and department stores. New exhibitors in this area include: alexandradelloyeparis (France), Andersen & Lauth (Finland), Hunky Dory (Sweden), Citizens of humanity (U.S.A.).

- Fast: It has gathered a selection of 50 creative brands and young talents from the contemporary streetwear scene. The presence of seldom exhibiting brands makes it one of the essential areas of the trade show. Among the new brands showing here this season: Reebok (U.S.A.), Jeepers Peepers (U.K.), Pa:Nuu (Denmark), D.A.T.E. ( Italy), ATZ by Artoyz (France).

- Fresh: As a young designer collective space, Fresh has been defending the new fashion generation for 11 years by presenting exclusive lines aimed at selective distribution. It is gathering for this edition 100 brands, among which Malababa (Spain), Naco Paris (France), Soir de Lune (France) and the season’s “newbies” bebaroque (U.K.), Comentrigo (Spain), Venus de Milo (Denmark).

- Private: Leading fashion products. This area is exhibiting a selection of 160 leading womenswear brands wishing to develop on an international scale. New brands presented in this area : Crea Concept (France), Olivier Strelli (Belgium), Atika (France), Penny Black (Italy), Isabel de Pedro (Spain), Nice Day Nice Things ( Spain).

Closing its doors on September 7, Who’s Next in Hall 1 of the Paris Expo Porte de Versailles precinct is also a neighbour and competitor of another trade show called Prêt-à-Porter Paris, which is hosted in Hall 7 of the same estate, from September 5 to September 8. The competition between the two is turning to the advantage of both, making Paris a unique place for the business of fashion, confirming the Paris town hall campaign “Paris, Capital of Creation”.

JEAN PAUL CAUVIN

Photo by K.Yahimi, courtesy of Who’s Next WSN